Case Planner 5D: how devtodev analytics helped increase ARPU by 25%

We all strive to earn more. By developing a new application, be it a game or a SaaS service, you set a goal to get more money. And analytics (especially in the case of mobile and web applications) is a tool that serves this purpose. Therefore, in devtodev, we strive not only to integrate a new client, but also to help him increase financial performance.
We want to tell about one of such cases. It will be about Planner 5D service, which allows you to create detailed floor plans and realistic interior design professionally, without requiring special training.

The goal was simple: to increase the users ARPU (sure that you want it too). In fact, an increase in ARPU (provided that the audience remains the same) means an increase in revenue by the same percentage.
Let's make a reservation right away: we will not name specific values, except for the percentage increase. Still, privacy.

The service was first analyzed by devtodev, and the following features of the service were identified:

1. The project has a rather low percentage of people paying by the standards of SaaS services.
2. Particularly noteworthy is the high proportion of non-paying users entering the application regularly (once a day and more often). That is, the proportion of those who could be monetized is very large (from one third to one half of all users).
3. Lifetime non-paying and paying users are about the same.
4. Despite the significant difference in price, about the same number of people buys weekly, monthly and annual subscriptions.
5. The project has connections with social networks, but it requires a login and password when entering each network.

Based on the identified features, the following recommendations were issued:

1. Adjust the balance between paid and free use of the application. Most users prefer the free version even with a large number of sessions per day - it is possible that the functionality of the free version is too wide.
2. Change the price of a weekly subscription so that more users can see the benefits of paid use.
3. Apply discount promotions that would convert non-paying users into paying ones.
4. Add the ability to automatically login to social networks.

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Recommendations recommendations, but the decision remains for representatives of the service. What was finally done:

1. The free version reduced the number of furniture in the catalog. In order to get all kinds of furniture, you need a paid version.
2. The weekly subscription was excluded from the catalog along with a two-month subscription (for now only for the web version).
3. The price of a monthly subscription has been lowered.
4. For Android and web versions discount coupons have been made.
5. Added the ability to automatically login to social networks (only for the web version).
6. Users who, after three days of using the service have not bought a single subscription, began to show ads.

The result was not long in coming:
ARPU grew by 25%. And we are sure that this is only the beginning.

With this example we want to show that analytics should not be for the sake of analytics. For graphs and numbers you can always find problems, bottlenecks and features of the service, and then develop recommendations for how to eliminate these bottlenecks, solve problems and play on features to ultimately get more money.

This is an important process that:

• works;
• should be permanent.

We hope our experience has inspired you to start these changes. And if there are problems - please contact!